Brand Voice Worksheet

Brand voice guidelines that live in a brand deck get ignored. A working document that writers actually use — one that gives concrete examples rather than abstract adjectives — is what changes how a brand actually communicates.

This worksheet starts with a personality exercise: 12 adjective pairs (formal vs. casual, authoritative vs. conversational, playful vs. serious, etc.) where you mark where your brand sits on a spectrum. The results give you a starting point for the tone description.

The main section asks you to define voice in four dimensions — what you always do, what you never do, words and phrases you use, words and phrases to avoid — with a fill-in structure that forces specificity. There's also a channel adaptation section for Website, Email, Social Media, and Customer Support, because the same brand should sound slightly different across contexts.

The worksheet ends with a "voice in action" section: three real-world communication scenarios (complaint response, product announcement, cold outreach) where you write first drafts using your defined voice, which become training examples for your team.

Output from this worksheet can be inserted directly into a larger brand guidelines document.